Page 66 - AC/E Digital Culture Annual Report

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ing), accessibility from multiple devices, optimal mobile performance, the absence of technical issues, etc. Endless playlists, automatic crossfading between one content and the next, and advanced recommenda- tion systems are examples of the strategies used to increase user screen time.
Knowledge about its subscribers helps
it achieve its main business objective while improving the user experience and continuously striving for efficiency.
• They take advantage of the potential of the data to generate the consumption
of contents through devices connected
to the Internet. When we talk about big data in relation to the audiovisual sector, Netflix is the elephant in the room (Neira, 2015). It has been a pioneer in data moni- toring, management, storage and analysis. Knowledge about its subscribers helps it achieve its main business objective (increase subscriptions and reduce cancellations of
its service), improving the user experience and continuously striving for efficiency in the type of content it offers. The data are very useful. They help the company select the third-party contents it offers, identifying those that have appeal and are effectively consumed. The data are also useful for producing contents. Moreover, the data analysis allows it to provide personalized content recommendations to its subscrib- ers, helping them to choose so that they do not feel overwhelmed by the volume of the offer (Fernández-Manzano; Neira; Clarés- Gavilán, 2016).
• This new screen consumption is occurring on a multitude of media, which has multi- plied the number of entertainment set- tings. We have never seen such levels of mobile digital consumption. The content has become fluid, overcoming the physical barriers that restrict traditional systems and adapting to all possible digital access points.
The development of compatible software for all available consumer devices and operating systems has been very costly but necessary for many companies. It is what allows them today to reach more potential users of the service. Indeed, accessibility in devices that the user already owns is one of the factors that tilts the scales in favor of subscribing to one service or another. The importance of this technological aspect explains why the commercial services with these models tend to be scaled according to the improvements they offer rather than access to different content packages: maximum number of users per fee, no commercials, simultaneous use, better playback resolution, offline mode, etc.
Image: MULTI-DEVICE. Image showing the devices on which Netflix can be used.
The levers of change
The first big change to the way we access and consume contents came with the Internet. Models such as Netflix represent a second phase that goes beyond the simple availability of a new format. In this section, we address the levers
of change that have had a decisive impact on the consumer model and have focused on three main areas: the business model, the currency of the content, and the degree of knowledge of the target users.
THE NETFLIX MODEL’S IMPACT ON CULTURAL CONSUMPTION ON THE SCREEN · ELENA NEIRA
Digital Trends in Culture